To compete for dwindling numbers of traditional college-aged students and to attract non-traditional clientele, community colleges are becoming increasingly involved in marketing. Commitment to a total marketing concept requires institutional research to identify the college's mission, potential students, and the competition. Those in charge of recruitment should be careful to avoid sales and promotional approaches that may increase enrollments, but increase dropout rates as well. Cost-effective marketing suggestions include the following: (1) appoint a marketing officer; (2) use already available research conducted by newspapers, local planning departments, and state and federal agencies; (3) as marketing officer, experience the admissions process by registering for a course, but also be aware of the registration staff; (4) as a teacher, show concern for students who are missing classes or who drop a course; (5) use specialized marketing approaches with different target groups; (6) adapt athletics departments' recruitment techniques to academic disciplines; (7) make current students aware of other classes of interest; (8) consider advertising in terms of results and costs; (9) learn from industrial training programs; (10) maintain, but re-evaluate class schedules; (l1) repackage low demand courses; and (12) remind students of how close they are to a degree. (JP)